While the legal aspects of labeling will be debated and hashed out by government agencies (with so far Wagner and his labels losing the battle), I wanted to investigate the idea of whether Wagner’s wines help or hurt the image of the Oregon wine industry among consumers. To test that, I held a blind tasting featuring the offending Wagner wines against more traditional Oregon Pinot noirs.

I wanted to see if Wagner’s wines stood out and if there’s smoke behind this controversy erupting in Oregon.

By 2015, Meiomi was selling more than half a million cases a year. Wagner cashed in that success by selling the brand to Constellation Brands for $315 million. That sale allowed him to focus on his other brands–including Elouan which was founded in 2014 to highlight Oregon Pinot noir.

The Controversy and Current Rules for Oregon Wines

Elouan Reserve labeled as from the Rogue Valley.

Wagner makes all his Oregon wines (Elouan and the Willametter Journal) in California–primarily at Copper Cane’s Rutherford winery. In interviews, Wagner has stated his reasoning for trucking the grapes down to California was to maintain quality control.

Compared to federal standards, the rules for labeling wines in Oregon are more restrictive. For instance, to have a wine varietally labeled from Oregon, it must be at least 90% of the stated variety. Federal laws only mandate 75%.

To list an AVA on an Oregon wine, it must contain at least 95% of fruit sourced from that AVA. Crucially, the wine must also be produced solely within the state of Oregon. While the federal standard for AVA designation is only 85%, like Oregon, Federal laws also dictate that a wine using an AVA needs to be “fully finished” in the state containing the AVA. However, it does allow wines to be finished in adjacent states if it labeled under a more generic state designation such as “Oregon”.

While the basic Elouan has Oregon listed as it designation, the reserve wine uses the Rogue Valley AVA. With the wine being “fully finished” in California, this does seem to be a clear violation of labeling usage. Likewise, the case packaging of Elouan makes reference to the Willamette Valley, Rogue and Umpqua Valley. For the Willametter Journal, the grape source is listed as the “Territory of Oregon” which is a fanciful term not currently recognized as an approved AVA. Additionally, Willamette is prominently highlighted in red ink on the label as if it was an AVA designation.

Mega Purple — Mega Illegal In Oregon

The Willametter Journal has the word “Willamette” highlighted on the label in bright red.

Another unique aspect of Oregon wine law noted by Jim Bernau, is the use of additives like Mega Purple, Ultra Red, Purple 8000 and Red 8000. These are illegal in Oregon since they are based on teinturier grapes like Rubired that are not currently grown at all in the state. Essentially, the law views the use of these color and mouthfeel enhancing additives as illegally blending in grapes grown elsewhere.

The Big Questions

In setting up the blind tasting, I wanted to look at three focus points that I’d hope would answer the overarching question of whether Wagner’s wines help or hurt the branding of the Oregon wine industry.

1.) Does Joe Wagner’s Oregon wines stand out when compared to other, more “traditional” Oregon producers?

2.) If his wines do stand out, is this because of a signature winemaking style that overwhelms terroir? While we can’t prove if he is blending in other grape varieties (like he did with Meiomi) or using additives such as Mega Purple, a strong winemaking signature could give credence to the idea that his wines may “confuse” consumers about what Oregon Pinot noirs usually taste like.

3.) And finally, when compared side by side, what wines do people enjoy drinking?

The Tasting Format and Participants

Several of the folks who graciously offered their palates for the blind tasting.

To help with answering questions #2 and #3, I included 3 of Joe Wagner’s California wines in the lineup to go along with the 3 offending Oregon wines. While not part of the controversy, I thought the inclusion of Wagner’s popular California Pinot noirs could shed light on if he has a signature winemaking style that his Oregon wines would also demonstrate.

The Wagner Wines

Included in the tasting were 15 Oregon wines from other producers. Additionally, there was 1 wine from British Columbia–the 2016 Quill from Blue Grouse Estate–that a guest brought. While originally I wanted to limit this to just Wagner and Oregon wines, I thought the Quill could serve as an interesting control. Would it be pegged as an “outsider” or “Wagner wine”? Or would it slipped in seamlessly with the Oregon wines. If so, that could indicate that perhaps the distinctiveness of Oregon wines are not as clear cut.

The wines were all served blind with only myself knowing the identities. Since some of the Wagner wines like the Belle Glos and Elouan Reserve had visible wax capsules, I placed those wines along with random Oregon bottles in one of 8 different decanters.

While there was a handful of industry folks from the retail side, the vast majority of the participants were regular wine consumers.

The Results

More traditional Oregon wines like the Stoller Reserve, Patton Valley West Block and Marshall Davis were the runaway favorites of the tasting.

During the tasting, many participants began noticing a trend of some wines being noticeably darker and fruitier–especially compared to other wines. A couple wines even stained glasses in ways that usually aren’t expected of Pinot noir.

The conversation emerged that in order to “Pin the tail on the Wagner”, one needed to look for the least “Pinot-like” wines of the bunch. This would turn out to be a worthwhile strategy that several tasters adopted.

After the tasting I asked the participants to first pick out their favorite bottles. The results were overwhelming for Oregon with the 2016 Stoller Estate Reserve, 2016 Marshall Davis and 2013 Patton Valley West Block getting multiple votes. The BC wine, the Quill, also got some votes as a favorite with many tasters thinking it was an Oregon wine from areas like McMinnville.

But the surprise of the favorite reveal was the inclusion of one of the controversial Oregon Wagner wines–the 2017 Willametter Journal. While the wine was more lush than the others, tasters compared it favorably to warm vintage Oregon Pinot noirs from AVAs like Ribbon Ridge and Eola-Amity Hills.

Pin the Tail on the Wagners

With the Willametter Journal already revealed, the quest then moved to see if the tasters could identify the 5 remaining Wagner wines. It should be noted that several participants had the Willametter Journal pegged as a Wagner.

Voting on what was a Wagner wine.

In the end, the tasters identified all but one Wagner wine blind. The 2015 Elouan Reserve Rogue Valley was the most obvious Wagner. It was near unanimously picked as being the least “Pinot noir-like” wine in the entire tasting. Several tasting notes alluded to a “root beer soda-like” quality and compared it to other grapes like Syrah and Zinfandel.

The only Wagner wine to escape detection was the 2016 BÖEN Santa Maria Valley. This one reminded a few tasters of Oregon wines from areas like Dundee and the Eola-Amity Hills.

Most surprising of all were two Oregon wines that were pegged by multiple tasters as Wagner wines–the 2016 Willamette Valley Vineyards Whole Cluster made by Jim Bernau and the 2015 Citation made by Howard Rossbach who founded Firesteed Cellars. The 2016 Erath Oregon also got some votes for being a “Wagner wine” as well.

Takeaways

Both the Citation and Willamette Valley Vineyards Whole Cluster were popular picks as Wagner wines.

For the most part, Joe Wagner’s Oregon wines stood out and tasted noticeably different compared to other Oregon Pinot noirs.

However, it is extremely interesting that the best selling Oregon wines (at least from a volume perspective)–the Willamette Valley Vineyards Whole Cluster and Erath–struck so many tasters as potentially being Wagners. While we didn’t have a bottle of Firesteed Cellars (recently sold to Vintage Wine Estates in 2017) in the tasting, the identification of Rossbach’s Citation as a potential Wagner goes along with that trend.

Together, those three wines (WVV, Erath and Firesteed) dominate restaurant wine lists and supermarket retail for Oregon wines. They’re popular wines that appeal to many consumers’ palates.

Likewise, Joe Wagner has built his success on producing wines that strike a cord with consumers–especially at restaurants and supermarket retail. While his style is distinctive, it is a style that sells. It’s also very telling that the Willametter Journal, one of the wines at the heart of the controversy, was selected as a favorite even as it was noted for being very different from the other Oregon wines.

However, overall, the Willametter Journal was an outlier. While wines like Stoller, Patton Valley and Marshall Davis might not sell at the volume of Wagner’s wines (or WVV, Erath and Firesteed for that matter), when tasted side by side–the vast majority of tasters went towards these more traditional-style Oregon Pinots.

Help or Hurt?

The Erath Oregon Pinot noir, now own by Ste Michelle Wine Estates, is made in a style that reminded quite a few tasters of Joe Wagner’s wines.

Now to the question of whether Joe Wagner’s Oregon wines help or hurt the image of Oregon wines among consumers.

The results are a mix-bag.

Does his wines represent Oregon? Definitely not at the top tier.

But at the entry-level? That’s a hazier question.

It’s hard to make the argument that Wagner’s “hurting” Oregon when many of the most popular Oregon wines seem to appeal to the same palate his wines do. These wineries (like Willamette Valley Vineyards, Erath and Citation/Firesteed) may not be using the same techniques as Wagner but, whatever they are doing, they’re making easy-drinking and crowd pleasing wines that hit the same notes as Joe Wagner’s wines.

While I’m sure there are a few Oregon wine producers who would like to throw Joe Wagner into a volcano, I don’t think we can dismiss the likelihood that his wines (or similarly styled Pinots) will be the tipple of choice at the luau.

It seems only fitting as I sit at the airport getting ready to board a flight for my trip to the Pinot noir homeland of Burgundy that I indulge in a little Oregon Pinot action at one of my favorite travel haunts–Vino Volo.

While the small bites and wine are a bit overpriced (even by airport standards), there is no better selection of by the glass wines and tasting flight at the airport. Plus with comfy chairs and plenty of plugs to charge the phone, it’s a must stop for me on every trip.

Today I found the SeaTac location offering a “Northwest Noirs” flight of 3 Willamette Valley Pinot noirs for $19. On the menu, the 2015 J. Christopher Volcanique ($18 glass pour/ $30 Wine Searcher Average) was listed but when the flight was brought out, I discovered that instead I was given the 2014 Ken Wright Cellars Willamette Valley. While I enjoy Ken Wright’s wines, I must confessed that I was slightly disappointed not to have a chance to geek out comparing the volcanic soil grown J. Christopher with the marine sediment grown Andrew Rich. But c’est la vie.

Stoller was founded in 2001 by Bill Stoller on property that he purchased from his cousin in the Dundee Hills in 1993. Stoller, who was already co-owner in Chehalem Winery with Harry Peterson-Nedry, was born on the property and began converting his childhood home from a turkey farm to plantings of Pinot noir and Chardonnay.

The first vintage of Stoller was released in 2001 with the help of Peterson-Nedry and soon under the winemaking of Melissa Burr would earn critical acclaim–including being named Pacific Northwest Winery of the Year in 2014. Today with 190 acres planted, it is home to the largest contiguous vineyard in the Dundee Hills AVA.

The Vino Volo tasting flight. The notes are nice but I often find myself disagreeing with them.

Stoller practices sustainable viticulture on all its estate vineyards and was the world’s first LEED Gold Certified winery in 2006.

The Wine
Medium-plus intensity nose. Very inviting black cherry and fresh rose petals. With some air, a little baking spice of cinnamon and allspice come out but the fruit and floral notes dominant.

On the palate, those cherries notes come through but seem more red and juicy than the black cherry notes on the nose. The ample medium-plus acidity is exceptionally well balanced with the fruit and ripe medium tannins. Very savory and mouthwatering with the spices coming out more for the long finish.

The Verdict

This is very well made and scrumptious Pinot noir that is showing well now but will only continue to develop layers and depth with some bottle age. It’s well worth the $36 retail average but would still deliver plenty of pleasure to merit a $56 restaurant mark up price.

Andrew Rich was founded in 1994 when Andrew Rich, a protege of Randall Grahm at Bonny Doon, arrived in the Willamette Valley with the goal of producing cool-climate Rhone varieties. Finding limited supply, he drew on his experience studying viticulture in Burgundy to produce Pinot noir in his early vintages while sourcing Rhone fruit from Washington State.

Unfortunately his website doesn’t include tech notes for the 2014 Marine Sedimentary but looking at notes from previous vintages of his Pinot noirs, he sources from several vineyards with this soil type including Beacon Hill in the Yamhill Carlton AVA and Greyhorse in McMinnville AVA.

The Wine

Medium-minus intensity nose. Faint red cherry and raspberry with a rosemary herbal element. Some air brings out a little more of the floral herbal element (akin to Provençal garrigue) but overall this is a rather shy nose.

There is a tad more life on the palate with the red fruit notes making their presence felt with medium-bodied weight and enough medium-plus acidity to be fresh without straying to tart. The Vino Volo tasting notes suggest blackberries and blackcurrants but there is no trace of dark fruit in this glass. Medium tannins are softer than the Stoller but overall contribute to the thin and light profile of this Pinot noir. Moderate finish lingers on the red fruits with the subtle floral herbs sadly fading.

The Verdict

The only thing “Rich” about this wine was the name.

I fret that this Pinot noir needed a better food pairing than the meat and cheese plate I was having it with. The acidity and herbal notes in particular have me wandering how well it would have done with a mushroom risotto. Though the lightness of the wine may have been overwhelmed by that hearty dish.

That said, it’s hard to find this wine being a compelling value apart from its inclusion in a smashing food pairing. Especially compared to the Stoller and Ken Wright which regularly retail for less.

Ken Wright is a native of Bourbon County, Kentucky who went to California to study winemaking and spent years working in Monterey County at wineries like Ventana, Chalone and Talbott Vineyards before moving to Oregon in 1986.

He founded Panther Creek winery that year before eventually selling the winery to Ron and Linda Kaplan in 1994 to open up his eponymous winery in Carlton, Oregon.

Ken Wright Cellars specializes in

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vineyard-designated wines with the winery working with over 13 different vineyards. In 2006, Wright’s work with highlighting the different terroirs of the Willamette Valley was influential in the establishment of several sub-AVAs including the Yamhill-Carlton District AVA.

The Willamette Valley Pinot is the “baby brother” of the family and is sourced from several of the vineyards that Ken Wright uses for their vineyard designated line-up which includes such notable names as the Abbott Claim Vineyard and Shea Vineyard in Yamhill-Carlton, Bryce Vineyard in the Ribbon Ridge AVA, Canary Hill Vineyard in the Eola-Amity Hills as well as the Freedom Hill and Guadalupe Vineyard in the greater Willamette Valley.

The Wine

Medium intensity nose. The Vino Volo notes did hit it right with strawberries. This wine does smell like a basket of strawberries with some cola spice.

On the palate those strawberry notes carry through but are joined by some rich tasting Rainier cherries. The cola spice is still present but has a black tea element that is highlighted by the wine’s phenolic texture and slight bitterness. It’s not off-putting in the slightest but has me wondering what percentage of stems and whole clusters were used in the fermentation. Medium acidity and medium-plus tannins give this wine a lot of weight on the palate, making it feel much heavier than the other two. Moderate finish lingers on the red fruits and black tea notes.

The Verdict

Considering that most of Ken Wright’s vineyard-designated wines run in the $55-65 range, it’s hard not to be impressed with the value of this wine at under $30 retail. While not as much of a complete package as the Stoller, it is still very well-made with lots of layers that would be worth savoring over a few glasses.

While I’ve enjoyed Argyle since Soles left, I must confess that I haven’t been as wowed by the winery’s offerings in recent years. Part of it could be the increase in competition as wine shops have been bringing in more sub $25 Crémants from Alsace, Burgundy and the Loire that way over deliver on value. While years ago, Argyle’s basic brut at $20 stood out from the pack, now it is just middle of the road with even sparkling wines from New Mexico like Gruet and Jacqueline Leonne delivering delicious value in the under $15 category. Still, the 1998 Argyle Extended Triage remains one of my all time favorite wines.

But times change and winemakers move on, which is why I was very excited to try Soles’ new ‘RMS’ sparkling wine project at The Herbfarm’s holiday dinner series “The Holly & The Ivy”. While it didn’t reach the level of that 98 Extended Triage, the 2014 RMS Brut did remind me of all the things I missed about Argyle.

Not a bad way to start off a 9 course meal.

Around 66% Pinot noir with the remainder Chardonnay, the wine had high intensity aromatics of spiced pear wrapped in a toasty pastry crust. Those notes carried through to a creamy but powerful mouthfeel not that dissimilar to Charles Heidsieck. It also reminded me of Pol Roger where the weighty flavors are balanced by fresh citrus notes and racy minerality that give lift to the wine. An incredibly well-made sparkler that would probably continue to age even in the bottle under cork. It is certainly well worth the $65 winery price.

What Makes Oregon Bubbles Special?

In his Forbes post, Micallef quotes Tony Soter on how the “sweet spot” of Oregon’s cool-but-not-too-cool climate gives its an advantage over both warmer California and cooler Champagne.

“[In Oregon you have] … a generosity of fruit that is expressive of the grape varieties (Pinot Noir and Chardonnay) reaching a high level of maturity while still maintaining an admirable level of acidity, finesse and elegance critical to sparkling wine. [While] … in California, the weather is too warm, forcing a premature picking to minimize excessive alcohol at the expense of the nuance and delicacy of fully developed grapes.” — Tony Soter, as quoted on Forbes.com January 19th, 2018

Far from being an “Oregon-homer”, Soter’s opinion on the differences between Oregon and California’s terroir is backed by his 30 plus years of experience working at some of the best names in California wine like Chappellet, Araujo, Shafer, Spottswoode and Dalle Valle.

The stats on Oregon’s favorable “goldilocks position” also bares out according to Hugh Johnson and Jancis Robinson’s Wine Atlas. While Champagne sits along the 49th parallel and averages a daily growing season temperature of 58.4°F, Napa Valley (home of Schramsberg, Domaine Chandon, Mumm Napa, etc) sits on the 38th parallel averaging growing season temperatures of 66.8°F. The Willamette Valley is nestled right in the middle of that on the 45th parallel with average growing season temps of 60.6°F.

In addition to losing acidity, if you wait too long to harvest your grapes in warm climates you risk “baking out” the more delicate and complex flavors. This produces over ripe and dried fruit notes that the French call ‘sur maturité’. For many California sparkling wine producers, its a Catch-22.

The timing of harvest is key because you want ample acidity for sparkling wine production which you can risk losing if the grapes hang too long on the vine. But at the same time unripe grapes can give bland and uninteresting flavors. Tom Stevenson and Essi Avellan note in their Christie’s World Encyclopedia of Champagne & Sparkling Wine that having ripe grapes is absolutely essential for high quality sparkling wine.

In the Willamette Valley, daytime highs in July in the low 80s (°F) can drop to the low 50s (°F) at night.

This extends the growing season, allowing the grapes to hang longer on the vine, developing riper flavors while still maintaining that vital acidity.

Oregon Sparkling Wine Producers to Seek Out

Micallef notes that there is around 40 producers making sparkling wine in Oregon. While most of the production is small and limited to sales at the winery’s tasting room or wine club, there are some producers with ambitious aims.

Among the wineries that Davis has worked with includes Adelsheim, Anne Amie, Brooks, Ponzi, Raptor Ridge, Sokol Blosser, Stoller, Trisaetum and Willamette Valley Vineyards. In 2017, Davis helped create over 20,000 cases of Oregon sparkling wine to add to the 25,000 cases that Argyle produces yearly.

The Stoller rose sparkler more than held its own in a line-up of impressive bubbles.

One of these wines that I’ve recently had the opportunity to try was the Stoller 2014 Legacy LaRue’s Brut Rosé. The 25% Chardonnay and 75% Pinot noir base saw 10 months aging in neutral French oak before bottling and secondary fermentation. The wine spent 2 years on the lees prior to disgorgement with around 275 cases produced.

The LaRue rosé had a beautiful medium plus intensity nose of fresh cherry and strawberries. But what most intrigued me was the tinge of citrus blood orange that framed the red fruit notes. On the palate, the wine added another depth of flavor with some spicy and mineral notes.

I had this wine only about a couple weeks after I had the Louis Roederer 2011 Brut Rosé that I described in my post Cristal Clarity. We had another bottle of the Roederer rose opened with the Stoller and it was quite impressive how the Stoller showed in comparison. While it was more on the delicate and minerally side versus the fruitier Roederer, the Stoller clearly won out with much more vivid aromatics and longer finish that didn’t fade as fast as the Roederer. Considering that the Stoller LaRue is $65 while the Roederer is around $70 and you have some substantial value.

For a relatively young sparkling wine industry that just reached 30 years, the future looks exciting for wine geeks wanting to explore Oregon bubbles.